Sprint Sweetens Loyalty Program

Responding to requests for better prizes by members of its Sprint Rewards program, Sprint Corp., Kansas City, MO, has expanded its reward offerings.

"We need to build a better, one-to-one program that gives customers better reward options, so we listened to their feedback and incorporated all those elements into the program," said Joe Mandacina, director of consumer marketing at Sprint.

Sprint Rewards members who spend an average of $50 or more on their monthly long-distance telephone bill will receive 20 Reward points for each dollar spent on domestic and international Sprint 800, Sprint Fon card and collect calls.

The marketer has initiated a substantial direct marketing effort that includes direct mail, invoice bill inserts and its sprint.com Web site, where members can check their rewards status. Draft Worldwide, Chicago, handles the direct marketing account.

"We're really trying to add value to the relationship these customers have with us and become more than a long-distance provider," Mandacina said.

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